The brief from Volkswagen challenged Blue Moon to come up with a pacey, contemporary launch that would speak to two distinct audiences, traditional car launch goers, comprising the VIP dealerships, fleet and corporate customer network, as well as the defined "conquest market", the potential new generation golf drivers - the young, the hip, the urban and the trendy.
Sarah-Jane Boden, Blue Moon Creative Director, Bradley Kirshenbaum, Design Director and Deana Heslop, Executive Director decided on a 'hot happening' urban party, that would tap into the heart of the target market by giving them an interactive party, something that is trendy, different and unforgettable, while at the same time providing the dealers and corporate clients with an enlightening and invaluable hands - on experience of the lifestyle of the new generation golf diver.
The Urban Event is to be supported by a national roadshow, giving both the traditional and the conquest market the opportunity to experience an exciting hands - on track session in the fifth generation Golf.
The 'Untouchable Mojo', which is the byline of the campaign, is encapsulated by the party and the target audience. The venue for the "Urban Event" had to tie in with the market and the Mojo, and Atlas Studios in Milpark, Joburg's latest hotspot, was the obvious choice.
Five animated "Mojo" characters were created, each one depicting a different quality of the new generation Golf drivers in a funny and interactive way. Guests are identified as "someone in the know", and receive a box containing five cards, each depicting a different "Mojo" character. By looking at the defined characters on the cards, the guests are asked to present the cards to five of their friends that match the given characteristics. Each person is then directed to the event website for their chance to attend. A barcode is then sent to via cell phone to the attendee, which they need to present in order to gain entrance to the party. On arrival, the barcode is scanned and the name of the guest and their "Mojo" character is appears on a screen, as a personal welcome to the event.
The fifth generation Golf launch on Saturday is being billed as the private event of the year, with various South African performers appearing every 30 minutes and a huge response from the guests. For more information, please go to www.mymojo.co.za.
Channel Communications
